The sales funnel isn’t dead, it’s just different.
Many marketing agencies are quick to declare that the traditional sales funnel is over, replaced by “Search Everywhere Optimization.” But for law firms, the truth is simpler: the funnel still exists. It’s just longer, more complex, and more influenced by online reputation than ever before.
If you’re a managing partner or marketing director at a law firm, here’s what you need to know about how clients actually find and choose an attorney today.
The New Legal Sales Funnel
Ten years ago, the path was straightforward:
- A client searched on Google.
- They clicked your website.
- They called your office.
Now, that path has expanded:
- Clients read reviews on Google, Yelp, and Avvo.
- They ask questions or research on Reddit and other forums.
- They check social media profiles to see if your firm looks active and credible.
- Increasingly, they use AI tools to ask legal questions and get recommendations.
Each of these touchpoints is a chance to win—or lose—a potential client.
Why Reviews Are Critical for Law Firms
For legal services, reviews carry enormous weight. A five-star Google rating with consistent feedback about professionalism, responsiveness, and results can be the difference between getting the call or being passed over.
Action step: Encourage satisfied clients to leave reviews after cases close. Even a steady stream of one or two reviews a month can dramatically improve your visibility and credibility.
The Role of Social Platforms in the Funnel
Not every firm needs to be on every platform, but the right presence matters.
- LinkedIn is powerful for business law and B2B practices.
- Facebook and Instagram help connect with individuals for family law, criminal defense, or personal injury.
- Reddit is where people often ask for candid experiences and referrals. Monitoring and engaging carefully (with compliance in mind) can build awareness.
Action step: Choose two platforms that align with your practice area and focus on consistent, authoritative posting rather than spreading thin.
How Law Firms Can Show Up in AI Search
AI-driven search engines (like ChatGPT, Gemini, or Copilot) pull answers from trusted, authoritative sources. If your firm isn’t part of that authority pool, you may never be mentioned.
Here’s how to increase your chances:
Publish authoritative content – Blog posts that answer client FAQs (in plain language) are more likely to be surfaced by AI.
Use structured data – Schema markup on your website helps AI tools and search engines understand your practice areas and services.
Build digital authority – Citations, backlinks, and reviews all signal to AI that your firm is credible.
Be consistent across platforms – Your firm’s name, address, phone number, and branding should match everywhere online.
Action step: Regularly update your website with helpful content and make sure your technical SEO is in place.
The Funnel Isn’t Dead, It’s Just Longer
For law firms, the sales funnel hasn’t disappeared. It’s grown more complex, with clients taking extra steps to verify your credibility before they ever pick up the phone. That’s why your marketing must cover all the right bases: search, reviews, social, and AI.
At WCN Digital, we help law firms adapt to this new reality. From PPC campaigns to review strategies to AI-ready content, we build systems that bring in more qualified clients.
Ready to Modernize Your Firm’s Marketing Funnel? Let’s talk.
